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Third edition of the World Influencers and Bloggers Awards

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Coco Rocha, Foodgod and Ellen von Unwerth attend the World Influencers and Bloggers Awards 2021 | Photo: Daniele Venturelli/Getty Images
Coco Rocha, Foodgod and Ellen von Unwerth attend the World Influencers and Bloggers Awards 2021 | Photo: Daniele Venturelli/Getty Images

Despite the COVID-19 situation and travel restrictions, the WIBA 2021 gathered the most prominent personalities from the Influencer world together at a much-awaited offline event in Cannes, hosted by Greta Sapkaite.

The titleholders of WIBA 2021 were “digital” supermodel Coco Rocha, iconic photographer Ellen von Unwerth, and the most influential food personality, Foodgod. Sadaf Beauty, Victoria Bonya, Nataliia Gotsii, Akash Mehta, Luanna, Kat Graham, Elisabetta Gregoraci, Philippe Uter, Lara Leito, and Malcolm the Akita were also among those awarded prizes.

“During this challenging year, influencers, more than ever before, have proven their value in society. They have provided useful advice and tangible initiatives, and many of them now play a crucial role in their countries.” – says Maria Grazhina Chaplin, CEO of the WIBA.

The World Influencers and Bloggers Awards was established in 2019 by the World Influencers and Bloggers Association, representing a community of bloggers and influencers with over 200 million followers on social media (Instagram, Twitter, Facebook, TikTok, Youtube). WIBA is the first and only event of this kind that unites and celebrates top social media talents, as well as opinion leaders from different industries and continents.

In recent years, Influencer Marketing became a big game with social media users spending a significant amount of time consuming content. According to a May 2020 GlobalWebIndex survey, 96% of US and UK consumers who followed influencers were engaging with them more, or to the same extent, compared to before the coronavirus outbreak.

It’s no wonder that brands have been eager to tap into that high level engagement: Spending on influencer marketing in the U.S. will surge past the $3 billion mark in 2021, according to the latest projections from research firm eMarketer.

To find out more about the World Bloggers Awards, visit their official site here.

EuroNewsweek is a dynamic news platform featuring lifestyle, sustainability, successful stories, tech, leadership, creative marketing, business, and the unstoppable people behind them.

Business

New Year. New Fiscal Quarter. New Goals. New Copy?

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Need new copy for your business? Here’s the thing about copy. It’s not static. It is living and breathing. It should move. It should be growing with you and your business. So…

Is it time for new copy for your business?

Confession time: the hardest copy I have to write, is my own. For my own business. And I’M A COPYWRITER, PEOPLE.

 

It got me thinking about why it’s so damn hard, and what I can do about it.

And then at the end of last year, I decided to buy myself a Black Friday/Cyber Monday/39th birthday/Christmas present: COPY SCHOOL. *cue violins, unicorns, and hearts floating out of a sea of chocolate in the middle of Bilbao*

Copy School is the greatest, most awesome, and beautiful wondrous thing I have ever experienced. Okay…apart from that time in Cape Town *wiggles eyebrows*

Whyyyyyyy? Because Copy School is making me a better copywriter. Like, every single day, I get better and better. Here’s what I’m learning. Maybe you can implement some of this into your world when you start looking into new copy for your business. Or…you know…hire me to do it. Because ain’t nobody got no time to write copy, except copywriters.

  1. Research

I always thought I was doing research. Oh, hell, no. I’ve just written a sales page for a summit – and I used Copy School to do it. If I tell you that the amount of research you should be doing vs the amount of research you’re actually doing is, like…well, it’s not the same. You need to do waaaay more research than you think. Waaaaaaaaaaahaaaaaay more. And there are very specific and vital methods you should be employing when you do it. When that happens, your new copy for your business goes from meh to OMFG this is POWAH.

  1. It’s not about you

I say this all the time. I don’t write copy that focuses on the client. But sometimes you get a client who wants their copy to be about them. No. No, no, no, no. ‘Nuff said. You gotta fight that client if you want your copy to convert. And if they still don’t listen? Then you have to put in writing that the copy they’re pushing for isn’t going to yield the results they want.

  1. The power of one

You’re going to want to write copy that focuses on many, many things. Don’t. Remember, your copy isn’t about you. It’s about your reader. Keep it simple, clear, focused. Only explore one thing. Have one CTA. This is extremely important.

  1. Scanners vs the detail-obsessed

Different people read in different ways. Some people LOVE a good, old READ. They plan their first cup of coffee around it. They sit down and read every single word of your email, website, sales page. They want the details. The details make them feel comfortable. Safe. When they have all the information they need, that’s when they can make an informed purchase decision. But other people scan. Me? I’m a scanner. I don’t have time to read every single word on a page. I need to get the important stuff quickly and then move on. So, your copy needs to cater to both kinds of people, mmmkay? Cool.

  1. Emotional vs intellectual buyers

The same thing applies here. Some people are going to buy with their feelings. They’re buying because they want all your many bennies (benefits), and they want to make their lives easier/more chilled/more money-filled/dreamier. Other people want the facts. What are they getting for the price they’re paying? What are the numbers? What’s the ROI? Now, I’m not saying that people ONLY buy with their hearts, or ONLY buy with their heads. We are much more complex than that. But you do need to keep in mind that there is an overlap, so your copy can’t be too much about the benefits or too much about the features.

  1. Specificity

I’m talking specificity with everything. Your ideal client doesn’t just ‘dream of more money and more time.’

They…

‘Are putting their blood, sweat, and tears into their business every single day, trying to make it profitable, while they work overtime, worrying that they’re not going to bring in the bucks, as people constantly ask them “Are you sure this is what you should be doing” and they sit on the side-lines watching other people slam their goals, while they invest in another online course hoping this one will be the one that gets them to six figures (hell, five figures would be a win right now).’

See? Specific. (Oh, and PS, if you do want to give your business’s visibility a boost, here are five ways you can do that.)

Finally …

When done right, copy is your best friend. It can move people through a journey and get them to a solution for their problems. And then? They buy. Try these out when you decide to create new copy for your business. And then take a look at this, and then at this. And remember, research is your BESTIE.

 

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Marketing

User Generated Content how much of it can a business tap into?

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Young man planning social media content for a business
User-generated content has a credibility factor that can’t be matched by any amount of ad spending or PR spin | Photo: Mikael Blomkvist

Happy customers not only results in new sales. They can also generate valuable and credible content for your campaigns and social media platforms. Enter user-generated content (UGC); content created by your followers and clients, and one of the most authentic pieces of content you will ever publish in your feed. That’s right. Because, besides bringing a personal point of view instead of a paid advertorial, this type of content can sometimes go viral, giving your brand free exposure far and wide.

I remember once being paid by a global brand to spend a few hours a day researching creative content, testimonials, feedback, and even collages made by customers in Asia and Europe. It was initially part of a mini campaign powered by regional offices, one of those initiatives put in place with a bit of leftover budget at the end of a dead month. However, what I found was so phenomenal that this content became a major awareness campaign. My task was then expanded to reaching out the brand’s biggest fans to bring them on board as well. And yes, I charged for that extra briefing, too.

Depending on how customers relate to a brand and how happy they are with its products, or services, the amount of content that can be lifted off social media, reviews and emails, be it with images or just words, can become almost impossible to measure. Think of it as the modern word-of-mouth – And a positive review or satisfied customer’s endorsement carries a weight that no paid advertisement can achieve.

“User-generated content has an instant credibility factor that can’t be matched by any amount of ad spending or PR spin. Our customers tell our story by conveying their service experience with our Mila technicians – which is overwhelmingly positive. This, in turn, provides our brand partners with measurable customer trust and customer loyalty.” – says Chris Viatte, co-founder of Swiss-based on demand technical support company, Mila.com Chris Viatte and his team leverage UGC in blogs, although the company’s main way of sharing customer reviews are still through its social media channels with daily posts.

Here, businesses owners and digital experts leveraging user generated content share their best tips on how they are successfully leveraging user generated content as part of their social media strategy to gain new followers and clients.

 

Use UGC to show your brand actively listens to customer’s feedback

“We use UGC occasionally as a way to better connect with our audience, but also to showcase that we care and listen to what they’re saying. The frequency of using UGC depends largely on the type of business you’re running but for us, as a brand monitoring software aimed at marketing managers, it makes sense to pinpoint all feedback for better data gathering and showcasing this data through case studies. When done right and timely, it helps create a lot better traction and builds an emotional connection with your audience.”

Joy Corkery – Content Marketing Lead at Latana

 

Give something in return  

“The best way of doing user-generated content is to offer users something in return. Not only does this encourage a ‘fair exchange’ for the user, but more people will submit content leading to a higher standard of content. For example, if you are a cookie company, run a competition in which users submit their best recipes using your product. The winner gets a gift bundle of your products. This will attract high-quality content and improve your reputation as a brand that values its customers.

But be aware that overly frequent UGC campaigns are tiresome and look lazy. Consumers are very smart these days and will detect if you’re taking advantage of them instead of putting in work to generate your own content, especially if the users don’t get much out of contributing with your brand.”

Deepak Shukla – SEO expert and Founder at Pearl Lemon

 

UGC works because it is authentic
“User-generated content is an integral part of our content strategies for clients – we find that it’s one of the most efficient ways to grow engagement on an Instagram page organically. By utilising UGC, we can spread awareness of a brand whilst ensuring we have additional content to use later – this is especially useful when a brand may not have a lot of their own lifestyle photography.

User-generated content is so effective because it’s authentic. Potential customers of a brand are far more interested in seeing photos of a product/service in action rather than staged eCommerce shots.”

Kirsty Allen – Head of Marketing at Digital Media Team

 

Put your customers in the spotlight

“In the last 4 months I implemented a UGC strategy to help supplement the content output on the site. The way I did this was to reach out to owners of surf camps all over the world with an offer to interview them. The interview would then be published on my site with a link back to their site. The value proposition for them was in exchange for their time. Their surf camp would get exposure in the form PR, and they would also get a backlink from an authoritative domain. So far it’s worked really well and we’ve published 6 interviews in the last 4 months.”
Marc Bromhall – Founder at Beginner Surf Gear

 

Remember to give fair credit to UGC creators

“User-generated content can be such a gift, but I always suggest my clients  tread lightly and make sure they are being fair with their usage of created content. Of course, ask the creator for permission before adding this piece of content to your plan. Once you have permission, ensure that the creator is given fair credit when you repost the content by tagging them in the photo and/or tagging them in the caption. Additionally, I always remind brands that I work with that they should not rely solely on User-generated content. Since the content is created without any creative direction, it doesn’t always fulfill all the exact needs of the brand.

Josephine Maida – Owner at public relations agency Maida Media

 

UGC helped us to go from 0 to 5000 followers
“We use a Facebook group where all of our puppy owners can post pictures and videos of their pups. Most of these users also have Instagram accounts for their puppies, or general puppy accounts for things like pictures and newsletters. We embed those feeds on our website and do reposts on our main socials account while tagging all the accounts involved using appropriate hashtags.

It’s a good balance of user generated content, and it helps us promote our business while also showcasing the accounts for users we’ve worked with or other puppy owners. The results sort of speak for themselves, as we went from 0 to 5000 followers in under 3 years without any kind of advertising.”

Dmitrii Kustov – Digital Marketing Director at LeMitris

 

Use UGC to amplify the conversation
“We focus our Instagram content on resharing user-generated content from our platform so people can come to our Instagram page and get a first look at our community, as our members love to be involved with the brand and continue their conversations about all things beauty.”

Savannah Scott – content and editorial lead at www.supergreat.com

 

Use it with moderation

“User-generated content (UGC) is a fantastic strategy for your digital presence. Not only is it cost effective in that you’re not having to pay to create the content yourself, but it’s coming from your audience – and customers tend to trust others’ experiences a lot more than other sources.

Make use of personalisation and social listening to reach out to your customers, guests and visitors who are talking about you. Share their content (with permission) and link back to them – this alerts them that you’ve picked up on their content, and creates an emotional bond with them.

However, as with any strategy, you need to be careful not to overdo it – if your content mix is too focused on linking to other accounts (especially on platforms like Facebook which penalise you for driving traffic away from them), then you could end up reducing your potential audience.

Depending on the size of your audience and the content schedule you’re working with, you should consider sharing UGC between once and twice a week (for large audiences) to once or twice a month (small businesses).”

Dawn Gribble – CEO at Virtual Solutions Global

 

Customer feedback posts have higher engagement
“We leverage our user-generated content in two ways for storytelling. One, we choose a testimonial review from a customer who had a technology challenge that was solved by one of our Mila technicians; or two, we share the testimonials themselves without adding any additional context. The pure customer feedback posts garner a 3-4 percent higher engagement rate than other social media posts, so we know sharing real customer stories resonates with our followers.”
Chris Viatte – CEO and co-founder at Mila.com

 

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British telecom gifts free advertising to Nottingham based businesses

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Entrepreneurs in Nottingham UK
First BT Street Hub 2.0 unit unveiled in Nottingham is offering a chance to local businesses advertise for free via the digital screens

Nottingham, in England, is one of the first places in the United Kingdom to benefit from BT’s new digital street units, with the first one in the city unveiled this week.

The leading telecommunications and network provider, serving customers in 180 countries, is donating up to £7.5 million of outdoor advertising space to small businesses across the UK, as part of its roll-out of new Street Hub 2.0 units – which help build the UK’s digital infrastructure and include services such as an emergency call button, rapid mobile device charging and ultrafast Wi-Fi.

Local businesses in Nottingham are also being given the chance to advertise for free on the new Street Hub units, with nominations open now. BT is calling on local businesses and the public to nominate local firms who could benefit from the offer.

The launch comes as a recent BT study found that more than 60 per cent of small businesses agree that local advertising would help to increase awareness of their business, with 40 per cent saying it would encourage more people to shop at their local high street. However, almost half (49 per cent) said that cost was a major obstacle to them investing in local Out Of Home (OOH) advertising. BT is now taking action to remove one of the biggest barriers to adoption, with the Street Hub’s digital advertising screens designed to help small firms attract more customers following the local and national lockdowns.

“BT has been supporting the recovery and growth of small businesses throughout the pandemic – and we’re moving up a gear as many prepare for one of the busiest times of the year. We hope that, by gifting free digital advertising space via our new Street Hub units, we can give small businesses in Nottingham an extra boost as high streets spring back to life. Our new Street Hub units can play a vital role in helping small firms to bounce back – whether that’s through building greater awareness of their business through free advertising, or by rejuvenating the high street by boosting local digital infrastructure.” – says Sarah Walker, Director for BT’s Enterprise business in the Midlands.

Kirsty Hole, Director of 101 Vintage, an independent vintage and used clothing store in Nottingham that will benefit from the initiative, believes the free advertising will help her newly created business: “We’re a small independent shop, founded by two women, that opened our doors in September in the heart of Nottingham. One of our biggest challenges right now is connecting with customers and letting them know that we’re here. The power of local advertising is so important for us as a new small business, but Out-of-Home advertising felt completely out of reach at this early stage of our journey. The opportunity to have our name in lights on the new BT Street Hubs to let the local community know that we’re here, and open, is the perfect solution.”

The new digital units can also help local councils achieve their social and economic improvement and sustainability goals. With Nottingham City Council aiming to be carbon neutral by 2028, each Street Hub 2.0 unit can be fitted with air quality and CO2 sensors. This will provide local councils with the insight needed to help them take action to improve air quality, contributing to the health and wellbeing of local people.

BT’s latest study also revealed that around two thirds (66 per cent) of local businesses think that mobile connectivity could be improved in their local community, to help them work faster and smarter. BT’s new Street Hub 2.0 units will enhance local digital infrastructure by including the option to install mini mobile masts or ‘small cells’ on the structure to further boost 4G and 5G coverage in the local area.

Subject to local planning processes, BT is aiming to roll out around 300 of its new Street Hub 2.0 units across the UK in the next 12 months, working closely with local councils and communities.

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